Ericsson Sets Tone for New Music Trends in Project with Avicii

* Briefing to announce project and introduce special guest Ash at
Ericsson
booth number 13638 at Central Hall 15:00 PST

* Ericsson and super DJ and producer Avicii to create the world's first
crowd-sourced hit song, beginning with call-to-action for fans to
contribute
sounds starting January 9

* Case study shows music industry in forefront of new business models and
collaborative environment in the Networked Society

Ericsson (NASDAQ: ERIC) is launching a collaboration with world-famous DJ
and
producer Avicii to show how the Networked Society enables innovation and
business transformation.

The Networked Society is Ericsson's description of a world where real-time
connectivity between people, places and things enables new ways of doing
business and accessing entertainment. The entertainment industry has proven
success in embracing new models, beginning with digital distribution. This
project is a prime example that now takes a further step into creation and
production. Ericsson will use this project as a proof point in
conversations
with other industries.

Avicii is a young, progressive artist who has already tested new ground in
ways
of working and creating music. His fan base grew from nothing to tens of
millions on social media alone, with his two recent hit singles on label
Universal Music Sweden. He was recently ranked as the second-most
influential
under-30 person in music by Forbes magazine.

The project begins with asking Avicii's fans and producers from all over
the
world to contribute sound files over the internet. The 'Avicii x You'
project
launches globally January 9. Avicii will act as executive producer,
curating
content like the bassline, effects, melody, rhythms, and vocals from
contributors. He will then create the world's first "crowdsourced" hit
song,
with a release date February 26, 2013.

Avicii says: "I am thrilled to ask my fans to be part of my creative
process.
We're taking music production and distribution -- and probably performance
-- to
the next level."

Avicii's manager and partner Ash says: "With the 'Avicii x You' project we
are
trying again to shift a paradigm and for it to become another 'first' using
today's possibilities through social technology. As usual, we hope to raise
awareness not only for Avicii being an amazing producer, but also for the
electronic dance music scene and how song producing is not exclusive to
only
trained musicians. It's a world-inspiring, community-engaging and fun
project."

Per Sundin, Managing Director of Universal Music Sweden, says: "The music
industry has changed immensely as a consequence of information and
communication
technologies. Today it's all about embracing new opportunities and new ways
of
producing, marketing and distributing the music. This project is very
interesting as it brings the fans and artist closer together. Through this
project, the combined talents of Avicii, the fans, Ericsson and Universal
Music
are driving the change in the music industry."

"Our experience in enabling and supporting mobile communications, broadband
networks and cloud-based services matches the fundamental needs of this
project.
Arun Bhikshesvaran, Chief Marketing Officer at Ericsson, says: "By 2018, we
believe mobile data traffic will grow about 12-fold from its current
levels,
driven by entertainment experiences. In addition, according to our 10 Hot
Consumer Trends for 2013, social entertainment, collaboration and
creativity in
city life and cloud-based services are key ingredients of the evolving
Networked
Society.

"In addition to the excitement of working with Avicii, Ash from At Night
Management, and Universal Music Sweden on the creative process, this
project
will enable a closer dialog with our customers and allow us to jointly
engage in
transformative business opportunities," concludes Bhikshesvaran.

NOTES TO EDITORS

Avicii's manager and partner Ash will appear with Ericsson at 2013
International
CES in Las Vegas, Nevada, on January 8, 2013 at booth number 13638 at
Central
Hall for a briefing at 15:00 PST

Ericsson is the world's leading provider of communications technology and
services. We are enabling the Networked Society with efficient real-time
solutions that allow us all to study, work and live our lives more freely,
in
sustainable societies around the world.

Our offering comprises services, software and infrastructure within
Information
and Communications Technology for telecom operators and other industries.
Today
more than 40 percent of the world's mobile traffic goes through Ericsson
networks and we support customers' networks servicing more than 2.5 billion
subscribers.

We operate in 180 countries and employ more than 100,000 people. Founded in
1876, Ericsson is headquartered in Stockholm, Sweden. In 2011 the company's
net
sales were